Transcript of "Using Social Media During London Olympics"

1.
LOLympics
Campaign
www.crazeal.com

2.
Objec7ve
• As
the
world
was
swept
over
by
the
London
Olympics
2012,
Groupon
found
an
instant
connect
with
the
global
spor?ng
spectacle
as
the
ﬂavor
for
July.
• We
decided
not
to
make
it
sports
centric
with
the
obvious
thought
that
we
wanted
to
do
something
diﬀerent
from
the
rou?ne
conversa?ons
on
Olympics.
So
to
make
it
more
engaging
for
our
online
community
we
thought
of
a
sa?rical
theme
“Lolympics”.

3.
Strategy
• When
London
Olympics
2012
was
round
the
corner,
we
decided
to
take
a
humorous
and
quirky
take
on
the
Olympics,
keeping
our
communica?on
tone
in
tact.
• We
created
buzz
using
a
series
of
contests
and
engaging
content
based
on
Olympics
and
the
current
stream
of
events.
Content
categories
included
graphics
used
on
social
media
during
this
period
and
pure
content
around
sport
humor.

4.
•
The
Doodles,
The
Jokes,
The
Mornings
Posts,
The
Women’s'
Wednesday
Contest,
The
Hashtags,
and
the
Deal
Olympics
Contest,
were
all
around
the
Lolympics
theme;
ensuring
that
the
'Gaming'
aTtude
of
the
brand
and
the
customers
was
captured
on
the
page.
Strategy...

5.
Solu7on
1.
Crazeal
Doodles
• The
Crazeal
doodles
were
the
heart
of
the
theme,
where
every
day
we
talked
about
all
the
latest
stuﬀ
in
a
quirky
way.
The
Craziness
of
the
Doodles
spared
none
right
from
a
famous
poli?cian
to
the
gatecrasher
lady
in
Red
in
the
Olympics
opening
ceremony.
• Oﬀ-­‐course
the
doodles
won’t
have
been
complete
without
the
thunderous
Usain
Bolt
and
our
very
own
epic
Superhero
Rajjni
Saaar!

6.
• Pinterest
Link:
hp://pinterest.com/crazeal/crazeal-­‐doodles/
(It’s
an
album
gallery
of
all
our
doodles)
• Series
of
fun
doodles
on
the
LOLympics
theme
are
as
follows:
Solu7on…

11.
2.
Women’s
Wednesday
• Women
form
a
very
integral
part
of
our
online
community.
• Women's
Wednesday
is
a
weekly
contest
which
Crazeal
conducts
on
its
social
media
pages,
to
engage
and
connect
with
Women.
During
the
month
even
this
contest
had
a
LOLympics
twist
to
it.
• Women
were
asked
to
pick
out
daily
chores,
which
they
believed
should
be
part
of
the
Olympic
Games.
The
most
crea?ve
answer
received
a
super-­‐cool
goodie
from
Crazeal.
Solu7on…

13.
3.
#GamesIndiansPlay
• On
Twier
the
#LOLympics
theme
extended
with
the
hashtag
campaign
#GamesIndiansPlay.
The
campaign
trended
in
India
and
garnered
more
than
1K
men?ons.
• #GamesIndiansPlay
–The
background
thought
was
simple
–There
are
many
sports
and
ac?vi?es
in
India
which
are
not
recognized
at
a
global
level.
With
this
as
the
idea,
we
asked
the
Twier
to
tweet
about
#GamesIndiansPlay
and
this
is
what
some
of
them
had
to
say.
•
Inﬂuencers
apart,
brands
also
tweeted
using
the
hashtag.
Solu7on…

17.
4.
DealOlympics
• We
did
a
site
based
treasure
hunt
which
was
called
"Deal
Olympics"
(Deal
Hunt
contest).
A
unique
medal
number
was
put
on
one
of
the
daily
deals
which
went
live
on
the
site.
Users
were
asked
to
locate
the
deal
with
the
medal
on
the
site
and
mail
the
link
of
the
deal.
It
was
a
daily
contest
with
one
lucky
winner
chosen
on
a
daily
basis,
for
10
days.
• We
got
a
tremendous
response
and
during
the
Contest
our
Referral
Traﬃc
from
Facebook
increased
by
more
than
30%!
Here
are
a
few
Snapshots
from
the
contest.
Solu7on…

21.
Outcome
• The
content
created
was
relevant,
engaging,
a
lot
of
fun,
and
got
us
a
lot
of
trac?on
in-­‐terms
of
website
traﬃc
and
conversions.
Our
Referral
Traﬃc
increased
by
more
than
30%
from
the
Facebook
Page.
• The
increase
in
engagement
was
witnessed
by
our
surge
in
“Talking
About
us”
which
increased
by
over
50%.